Fox Eyes $35 Mil.+ in All-Star Game Ads

NEW YORK Fox has sold out all but a few units, and that’s by choice, for its July 15 telecast of the Major League Baseball All-Star Game from Yankee Stadium, with 30-second spots selling on average for between $425,000-450,000 per unit. Some in-game units have sold for as much as $550,000.

Strong categories include automotive, beer, telecommunications, movies, soft drinks and fast-food restaurants.

Among the advertisers expected to have a major presence in the game are Chevrolet, Pepsi, Bank of America, Taco Bell, Anheuser-Busch, MasterCard and Sharp.

Neil Mulcahy, evp, Fox Sports sales, said the network could have been sold out of its more than 70 in-game units but has held back a few.

Mulcahy praised MLB officials for their support in helping to motivate the league’s official sponsors to buy time in the game.

Another source of ad revenue for Fox will be its telecast of the All-Star Red Carpet Parade Presented by Chevy, which will air from 7-8 p.m., just prior to the airing of the game. Fox will tape the parade held earlier in the day during which all the members of the All-Star teams, along with some 40 living Hall of Fame players, will ride in Chevy Silverados in a motorcade from New York’s Bryant Park, up Sixth Avenue, to Central Park. In addition to Chevy sponsoring the telecast, Pepsi will be a strong sponsor, and several movie companies will run commercials during the telecast.

Mulcahy said the All-Star Game location at Yankee Stadium, in its final season, along with surrounding events, helped drive a premium to the ad rates Fox was able to charge.